Lots and lots of advertising companies are taking the opportunity given by the recent Google-Yahoo search advertising trial and the subsequent autumn revelation made by the Google CEO last month to let the U.S. Department of Justice know they’re not so comfortable with the recent dealings between the two largest search giants on the Web. The ANA, or the Association of National Advertisers, a group that collectively manages north of $100 billion in business, decided to issue a letter today to the assistant attorney general of the antitrust arm of the DOJ.
As has been mentioned by many a news and analysis source, Google last week celebrated it’s 10th year in operation, and in light of the milestone its VP of search products and user experience, Marissa Miller, spoke with the LA Times about the company’s presence in advertising following its DoubleClick acquisition in 2007 (made official in March 2008). If trends continue, the company’s numbers are only growing larger. In fact, the ANA foresees that “a Google-Yahoo partnership will control 90 percent of search advertising inventory” which will in turn “likely diminish competition, increase concentration of market power, limit choices currently available and potentially raise prices to advertisers for high quality, affordable search and advertising.”